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MCAD 2009 - Copywriting :: Session 01, August 27
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MCAD 2009 - Copywriting :: Session 01, August 27

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Here's the start of the Copywriting course at MCAD, fall 2009. Most of the images are clickable.

Here's the start of the Copywriting course at MCAD, fall 2009. Most of the images are clickable.

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    MCAD 2009 - Copywriting :: Session 01, August 27 MCAD 2009 - Copywriting :: Session 01, August 27 Presentation Transcript

    • Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle
    • 2 Today’s agenda: MCAD housekeeping Me + my history You + your intentions The class syllabus Course materials, books Role of the Copywriter “80%/20%” Your first assignment COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 3 MCAD housekeeping 1. The BS/ADV Town Hall meeting is this Monday, Aug 31st, Noon to 1:00 in room 440. There will be food. 2. TODAY is the last day for drop/ add. Please see Jerry Allan to process your paperwork. 3. Use the Learning Center. COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 4 Me + my history Start here: http://tbrunelle.extendr.com Minneapolis > St. Louis > Boston > NYC > Boston > Minneapolis (1992-present) COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 5 You + your intentions 1. Email me your name and photo (tim_brunelle@mcad.edu) right now 2. Where are you from? 3. What’s your major? 4. What do you expect to get out of this class? 5. Who’s your favorite writer? COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 6 The class syllabus Key dates In-class versus homework assignments Overall structure COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 7 Course materials, books COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 8 Role of the Copywriter Agency structure Creative department structure The evolution of the role to COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 9 “The job is 80% conceptual thinking, 20% finish carpentry” -Khari Streeter Ideas first. “Half of writing is editing.” -Mamet What is an advertising idea? What’ the process for developing them? s Sketchbooks & other methods COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 10 Your first assignment READING: 1) Made to Stick : Chapter 1 (p25-62) : 2) How To Get Ideas : Intro (p1-11) : and Chapter 11 (p 131-142) 3) Handout : “The Fisherman’s Guide” : from Truth Lies & Advertising by Jon Steel COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 11 Thursday, Sept. 3 Review the reading assignment Some Copywriter history “Being a Writer” Creative brief: VW Jetta billboards COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
    • 12 Thank you Office hours: Thursdays, 5:30-6:30pm, 2nd floor cafe Email: tim_brunelle@mcad.edu Blog: usefullunacy.typepad.com Twitter: @tbrunelle COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD